Areas continues its international expansion with a major move into the U.S. highway service sector. The company has secured a 15-year contract to manage three service areas along the West Virginia highway, a deal expected to generate $272 million in revenue. In a conversation with El País, CEO Óscar Vela highlighted the significance of this agreement as part of Areas’ broader strategy to strengthen its presence in the American market, which has now become the company’s third-largest after France and Spain.
Vela, who has been leading the company’s global operations, emphasized Areas’ resilience in overcoming the challenges of the COVID-19 pandemic. “At certain points in 2020, we lost up to 90% of our revenue,” he admitted, noting that true recovery only began in the past few months. However, he remains optimistic about the future, citing the company’s diversified presence across airports, highways, and train stations. The U.S. market, in particular, has shown strong growth potential, and Areas now manages 136 establishments in nine American airports and ten highway service areas. “Our roadmap is clear: we aim to expand further, and we already rank as the third-largest global operator in travel catering,” Vela stated.
Beyond its growth strategy, Areas is also adapting to new industry challenges. Vela acknowledged that inflation and shifts in consumer behavior present hurdles, but he sees them as opportunities for innovation. The company is also preparing for the transition toward electric mobility, especially in the U.S. and France, where Areas is responsible for managing entire service areas. “We need to transform our spaces to include charging stations and rethink our offerings to serve customers who will spend more time at our locations while their vehicles charge,” he explained. With this strategic vision, Areas continues to solidify its position as a leader in the travel hospitality industry.